North Macedonia

In 2023, energy drinks saw off-trade volume sales rise as demand was driven by the younger generation of consumers, mostly Millennials and Gen Z, whose demand increased as they resumed partying and socialising after the disruption resulting from the…

Juice achieved stable off-trade volume growth in 2023 with sales supported by the continued consumer demand for the largest product categories, especially nectars and juice drinks. In addition, the continued shift from carbonates to juice is having a…

RTD coffee continued to rebound from the impact of the COVID-19 crisis in 2023, as consumers returned to their familiar hectic lifestyles in the absence of movement restrictions and once again demanded soft drinks for on-the-go consumption. RTD…

The health and wellness trend, which is exerting a strong influence across soft drinks, has had a particularly marked impact on the development of the RTD tea category. With increasing awareness of the rise in the prevalence of obesity and other…

Soft drinks achieved minimal off-trade volume growth and double-digit off-trade value growth in North Macedonia in 2023 amidst rising unit prices and the broader impact of inflation. The on-trade recovery of soft drinks continued during the year,…

In 2023, the sports drinks category saw off-trade volume growth as demand was driven by the health and wellness trend and the growing gym culture, which has continued to accelerate, despite the demographic problems facing the country. The health and…

Air care overall recorded a decline in volume sales growth in 2023 as current value sales rose in response to rising unit prices. Inflationary pressures and diminished disposable personal incomes prompted many consumers tend to trade down to…

Bleach continued to see substantial volume sales falls in 2023, posting the deepest decline recorded across all of home care. Bleach suffers from drastically reduced population among local consumers, undermining demand. However, the category managed…

Overall volume sales in dishwashing stagnated in 2023, with consumer demand waning in response to high inflation and rising unit prices. Automatic dishwashing continued to see strong and steady rises as one of the better-performing product areas,…

Overall home care recorded robust current value growth in North Macedonia in 2023, mainly as result of the impact of inflation and substantial unit price rises. In terms of volume sales growth, however, most home care categories saw stagnation or…

Home insecticides saw retail volume declines in 2023 as local consumers were forced to prioritise purchases and cut down on less-essential products. Further, over 2022-23, North Macedonia saw a reduced number of flying and crawling insects,…

Laundry care in North Macedonia saw double-digit current value growth in 2023, thanks to rising unit prices against a background of high inflation. Overall volume sales within laundry care, however, were largely stagnant in 2023, with diminished…

Overall polishes remained on its downward trajectory in 2023 in terms of volume sales growth, with Macedonian consumers reprioritising their purchases and eliminating those products deemed to be unnecessary, which included polishes for the most part.…

Overall surface care recorded a moderate decline in volume sales terms in 2023, driven by volume falls seen in all product areas apart from kitchen cleaners, and descalers. As a result of rising unit prices, all surface care subcategories recorded…

Toilet care saw modest retail volume growth in 2023 against a backdrop of stable consumer demand. Due to the significantly rising unit prices and the impact of inflation, toilet care also posted robust double-digit current value growth. Innovation…

In North Macedonia, public and private sector investments in away-from-home tissue and hygiene products remained stable in 2023, resulting in moderate volume growth. In combination with the significant price increases and the impact of inflation,…

Menstrual care in North Macedonia saw volume sales decline in 2023 as consumers made cutbacks in the face of higher costs of living. Consumers chose to economise and prioritise only essential purchases of menstrual care due to pressure on disposable…

In 2023, nappies/diapers/pants in North Macedonia is under pressure from declining retail volume growth. The falling birth rate is directly influencing sales, as fewer babies are born in the country. The migration of younger adults is also an issue…

Consumer demand for retail adult incontinence products in North Macedonia remained stable despite the cost of living challenges facing consumers in 2024. These can be essential products for the elderly as well as those struggling with lifestyle…

Retail tissue in North Macedonia witnessed limited volume growth in 2023, due to the lacklustre performance of toilet paper. Consumption has been impinged by cost of living pressures and significant price increases across all retail tissue products,…

Tissue and hygiene in Macedonia was challenged by high inflation for the second consecutive year in 2023. Although, the rate of inflation is lower compared to 2022, it remained well above normal levels in Macedonia. High inflation has stifled volume…

In 2023, current value sales of wipes witnessed a second year of double-digit growth in North Macedonia. Much of this growth was fuelled by inflation which led to price increases. Despite lowering birth rates and inflationary pressures, baby wipes…

High inflation continued to impact baby and child-specific products in North Macedonia in 2023. There was only a minimal increase in constant value sales, with volume sales falling marginally, as the birth rate continued to fall. Medicated products…

It was a dismal year for bath and shower in North Macedonia in 2023, with both constant value and volume sales falling. Inflation continued to be high and the continuing rising costs cut into players’ profit margins. A declining population also led…

It was a muted picture for beauty and personal care in North Macedonia in 2023. Inflation was still high, though it eased somewhat. However, measures to contain inflation took their toll on consumption. As a result, while beauty and personal…

Despite continuing high inflation, and also a falling population, colour cosmetics in North Macedonia registered some volume growth in 2023. However, with prices continuing to rise, consumers adopted some economising behaviours and for instance…

With prices continuing to rise for deodorants in North Macedonia in 2023, there was a fall in constant value sales, as rising costs hit profit margins. Volume growth was also minimal. Deodorants sprays continued to account for most value sales and…

Though there was double-digit growth in current value sales of depilatories in North Macedonia in 2023, volume growth was minimal and constant value sales fell slightly. Continuing high inflation, as well as a declining population, dampened value…

Overall , it was a muted picture for fragrances in North Macedonia in 2023, with both constant value sales and overall volume sales falling. Continuing high inflation and population decline dampened value sales. Premium outperformed mass, with volume…

It was a muted picture for hair care in North Macedonia in 2023, with high inflation continuing to hit profit margins and a declining population also dampening volume growth. Standard shampoo continued to account for most value sales, but more niche…

Mass beauty and personal care still accounted for significantly more value sales than premium in North Macedonia in 2023. However, with inflation still being high, there was only a slight increase in constant value sales, as rising costs hit profit…

Though there was double-digit growth in current value sales in men’s grooming in North Macedonia in 2023, volume growth was minimal and constant value sales fell slightly. Continuing high inflation, as well as a declining population, dampened value…

Though there was double-digit growth in current value sales in oral care in North Macedonia in 2023, both constant value and volume sales fell. Continuing high inflation, as well as a declining population, dampened value sales. As such, with…

Performance was muted for premium beauty and personal care in North Macedonia in 2023. Inflation continued to be high and rising costs hit profit margins. With this backdrop, current value sales of premium beauty and personal care products increased…

Despite continuing high inflation, and also a falling population, skin care in North Macedonia registered some volume growth in 2023. It was also the best performing beauty and personal care product in terms of current value growth. Premium skin care…

It was a dismal year for sun care in North Macedonia in 2023, with both constant value and volume sales falling. Inflation continued to be high and the continuing rising costs cut into players’ profit margins. A declining population also led to a…

As was the case throughout the review period, cigarettes in North Macedonia saw retail volume sales contract in 2023 as smoking prevalence among the adult population continued to fall in line with rising health-consciousness. Having recently become…

Fine cut tobacco was the most dynamic performer within cigars, cigarillos and smoking tobacco in North Macedonia in retail volume growth terms in 2023. This product type continued to gain ground as an economical substitute for cigarettes as unit…

Heated tobacco products was by far the most dynamic of the main categories within smokeless tobacco, e-vapour products and heated tobacco in North Macedonia in retail volume growth terms in 2023. While this was partly because sales are still emerging…

Total current value sales growth for tobacco in North Macedonia in 2023 was up markedly on that recorded in 2022. The improvement was primarily attributable to unit price hikes resulting from tax increases and inflationary pressures fuelled by the…

Despite the economic challenges and negative demographic trends in 2023, alcoholic drinks witnessed moderate total volume growth in North Macedonia. The rising number of inbound tourists boosted the performance of most alcoholic drinks categories in…

Beer consumption slowed in North Macedonia over 2023 although total volume sales held steady. With inflation remaining well above normal levels, current value sales grew in double-digits with high prices across all beer categories. The off-trade saw…

Due to inconsistent consumer demand in North Macedonia, cider/perry witnessed volatility in sales over the review period. In 2023, cider/perry sales bounced back amid growing demand with double-digit volume growth and even stronger current value…

While convenience continued to drive demand for RTDs in North Macedonia over the review period, the category faced strong declines in 2023. Local consumers, especially young adults, are opting to drink spirits such as gin and whisky which are…

Spirits registered robust volume growth in 2023 with some consumers in North Macedonia drinking more spirits in place of beer and wine. With total volumes already well recovered from the pandemic in 2022, demand for spirits continues to rise…

Local consumers showed a growing preference for wine over beer in 2023, which resulted in moderate total volume growth. Consumer demand for still red, white and rosé wines was robust, resulting in stable volumes in the off-trade, and even stronger…